Question 1

Judgments based on the availability heuristic are biased because they ignore
A) representativeness.
B) hierarchies of effect.
C) judgments.
D) base-rate information.
E) availability.

Accepted Answer

Judgments based on the availability heuristic rely on easily retrievable information from memory and do not take into consideration the probability or frequency of events, also known as base-rate information. This can lead to biased judgments, as information that is more vivid or recent may be more readily available in memory and thus given undue weight in decision-making.

Question 2

____ refers to the progression of thinking,feeling,and doing during consumers' decision making.
A) Satisficing
B) Progressive system
C) Hierarchy of effects
D) Flowing structure
E) Sequential system

Accepted Answer

The hierarchy of effects is a model of the psychological stages a consumer goes through when making a decision. These stages include awareness, knowledge, liking, preference, conviction, and purchase.

Question 3

One study demonstrated that consumers who were given case history scenarios of refrigerator breakdown provided 30 percent higher estimates of breakdown than those who were given actual statistics about the incidence of breakdown.This is an example of how the ____ can bias judgment.
A) accessibility model
B) attribute recall heuristic
C) availability heuristic
D) judgment-encoding process model
E) cognition-recall process model

Accepted Answer

This scenario demonstrates the availability heuristic, which occurs when individuals base judgments or estimates on the ease with which examples come to mind. In this case, the case history scenarios were more memorable and vivid, making it easier for individuals to recall and overestimate the likelihood of refrigerator breakdowns compared to the actual statistics. The other answer choices do not accurately describe the phenomenon observed in this study.

Question 4

Two major types of heuristics that have major implications for consumer behavior are
A) attribute and brand processing.
B) central and peripheral processing.
C) conjunctive and subjunctive judgments.
D) representativeness and availability.
E) additive and subtractive differentials.

Accepted Answer

Representativeness heuristic involves making judgments based on the similarity of events or objects to a prototype or stereotype. Availability heuristic involves making judgments based on how easily specific examples or instances come to mind. Both heuristics can have significant impacts on consumer behavior, including product perceptions and purchasing decisions.

Question 5

Some researchers have challenged the belief-behavior link in low involvement situations.Robert Zajonc and others believe that consumers can make a decision based primarily on
A) cognitions.
B) schemas.
C) associations.
D) feelings.
E) spreading activation.

Accepted Answer

According to Robert Zajonc and his colleagues, when consumers have low involvement with a product or service, their affective (emotional) responses, rather than their cognitive processes, are more likely to influence their decisions. In other words, consumers may rely on their feelings or gut reactions to guide their behavior in such situations. Therefore, choice (D) "feelings" is the best answer.

Question 6

The ____ is the expectation that information obtained from a small sample of people represents the larger population.
A) representativeness heuristic
B) unrepresentativeness heuristic
C) estimation assumption
D) telescoping assumption
E) law of small numbers

Accepted Answer

The correct term is the "law of small numbers," which is a cognitive bias that leads people to believe that the small sample they have is representative of the larger population, even when it is statistically unlikely.

Question 7

Amber is buying music on iTunes.Her likely hierarchy of effects is
A) impulse purchasing.
B) behaving-thinking-feeling.
C) feeling-behaving-thinking.
D) behaving-feeling-thinking.
E) thinking-feeling-behaving.

Accepted Answer

Feeling-behaving-thinking is the likely hierarchy of effects for Amber because she is buying music on iTunes. This means that she is likely to first feel the need to buy the music, then behave by purchasing it, and finally think about the purchase after it has been made.

Question 8

Suppose you purchased an automobile that was a lemon.It required constant repair.This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today.This is an example of how ____ is more likely to be recalled and thus,influence judgments.
A) representative knowledge
B) base-rate information
C) accessible information
D) attribute-based linkage
E) affective habit

Accepted Answer

The scenario described in the question suggests that the experience of the lemon automobile is more easily accessible in memory and therefore more likely to be recalled and influence judgments. This is an example of how accessible information can impact perceptions and decision-making, even if it is not representative of the current state of the brand.

Question 9

Upon entering the East German market,Coca-Cola took advantage of the fact that most consumers were used to taking their soft drinks from vending machines to focus on vending machines when setting up their distribution system.They were utilizing ____ to capture consumers.
A) habit
B) brand loyalty
C) price
D) additive differential decisions
E) buying the most familiar brand

Accepted Answer

The focus on vending machines by Coca-Cola indicates that they were taking advantage of the consumers' habit of buying soft drinks from vending machines. Coca-Cola was leveraging the existing habits of consumers to capture their attention and increase sales.

Question 10

____ tells us how often the event occurs across all consumers.
A) Representativeness
B) Hierarchy of effect
C) An event judgment
D) Base-rate information
E) Availability

Accepted Answer

Base-rate information refers to how often an event occurs across all consumers, so this is the best choice. Representativeness refers to how well an event matches a prototype or stereotype. Hierarchy of effect refers to the stages a consumer goes through when making a purchase decision. An event judgment refers to perceptions about an event or situation. Availability refers to the ease with which information can be retrieved from memory.

Question 11

In low-effort purchase situations
A) consumers search for information to ensure correct choices.
B) Consumers may use a multiattribute model to choose between brands.
C) consumers are likely to be very brand loyal.
D) environmental stimuli such as the ambient scent in a store may result in unconscious decision-making.
E) consumers do not satisfice.

Accepted Answer

The answer of In low-effort purchase situations
A) consumers search for...

Question 12

Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be.This is an example of
A) size distortion.
B) the extrapolation bias.
C) the infrequency bias.
D) sample error.
E) the law of small numbers.

Accepted Answer

This is an example of the Law of Small Numbers, which is the tendency to draw sweeping conclusions based on small sample sizes. The confidence in the opinions of friends and relatives may not always be reflective of the majority, but we assume that it is because it is based on a small, familiar group of people we trust.

Question 13

The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar.
A) prototype process
B) comparative process
C) exemplar model
D) conjunctive model
E) representativeness heuristic

Accepted Answer

The representativeness heuristic occurs when consumers compare a product or service to a prototype or exemplar to make judgments or decisions.

Question 14

When MAO is low,individuals are motivated to be
A) affectively involved.
B) cognitively involved.
C) cognitive simplifiers.
D) makers of whole evaluations.
E) evaluators of products by single attributes.

Accepted Answer

When MAO (Motivation, Ability, and Opportunity) is low, individuals tend to simplify their cognitive processes to conserve mental resources, leading them to become cognitive simplifiers.

Question 15

Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident.They humorously show what happened to the 5ᵗʰ dentist,such as falling asleep or being bitten by a squirrel to explain why 100% of the dentist are not endorsing Trident.This is an example of
A) providing consumers with vivid, base rate information.
B) making word-of-mouth information more specific.
C) increasing the number of brands available.
D) focusing consumer attention on attribute processing.
E) encouraging consumers to engage in noncompensatory processing.

Accepted Answer

The ad focuses on providing consumers with base rate information in a humorous way, emphasizing that a majority of dentists recommend Trident. This is an example of using vivid and impactful information to influence consumer behavior.

Question 16

John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were.Then he decided he liked them.This is an example of how,for these types of products,
A) strong attitudes are more likely to develop after purchase.
B) advertising has a strong effect on purchase.
C) word of mouth has a strong effect on purchase.
D) repetition has little effect on decision making.
E) processing of information about attributes can affect purchase.

Accepted Answer

This scenario illustrates how attitudes can be formed or strengthened through direct experience with the product, indicating that strong attitudes are more likely to develop after purchase.

Question 17

If we want to estimate the likelihood that a new,low-calorie frozen dinner is of high quality,we might compare it to a very common brand such as Weight Watchers.This is an example of a(n)
A) prototype process.
B) comparative process.
C) exemplar model.
D) conjunctive model.
E) representativeness heuristic.

Accepted Answer

The representativeness heuristic involves comparing something to a prototype or typical example to judge its likelihood or quality. In this case, comparing the new dinner to a common brand like Weight Watchers serves as a prototype for high-quality low-calorie frozen dinners.

Question 18

One study examined how quickly consumers make decisions about their laundry detergent.The study found that on average,it takes ____ for consumers to make a decision.
A) several minutes
B) about a minute
C) a fraction of a second
D) 85 seconds
E) 2 minutes

Accepted Answer

The study found that on average, it takes 85 seconds for consumers to make a decision about their laundry detergent.

Question 19

A major contributing factor to the ____ of low-effort decision making by consumers is the relative unimportance of these decisions.
A) vividness
B) high frequency
C) high elaboration
D) cognitive nature
E) greater availability

Accepted Answer

High frequency is a major contributing factor to the prevalence of low-effort decision making by consumers because when decisions are made frequently and are perceived as relatively unimportant, consumers are more likely to engage in low-effort thinking to save time and cognitive resources.

Question 20

Kimberly thought about buying a book.When she went into the bookstore,a cover attracted her eye and she wanted to purchase the book.She grabbed it and went to the cashier.It was only after she began to read the book that she began forming an attitude about it.This is best known as the
A) progression theory.
B) cognitive primacy model.
C) hierarchy of effects.
D) TFD model.
E) central processing theory.

Accepted Answer

The hierarchy of effects model states that consumers go through a series of stages, including awareness, knowledge, liking, preference, conviction, and purchase, before fully adopting or rejecting a product. In this scenario, Kimberly first became aware of the book, then developed a liking for it when she saw the cover, and finally purchased it. After reading the book, she formed an attitude about it, which would fall under the preference or conviction stage in the hierarchy of effects model.

Quiz 9: Judgment and Decision Making Based on Low Effort

Judgments based on the availability heuristic are biased because they ignore

____ refers to the progression of thinking,feeling,and doing during consumers' decision making.

One study demonstrated that consumers who were given case history scenarios of refrigerator breakdown provided 30 percent higher estimates of breakdown than those who were given actual statistics about the incidence of breakdown.This is an example of how the ____ can bias judgment.

Two major types of heuristics that have major implications for consumer behavior are

Some researchers have challenged the belief-behavior link in low involvement situations.Robert Zajonc and others believe that consumers can make a decision based primarily on

The ____ is the expectation that information obtained from a small sample of people represents the larger population.

Amber is buying music on iTunes.Her likely hierarchy of effects is

Suppose you purchased an automobile that was a lemon.It required constant repair.This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today.This is an example of how ____ is more likely to be recalled and thus,influence judgments.

Upon entering the East German market,Coca-Cola took advantage of the fact that most consumers were used to taking their soft drinks from vending machines to focus on vending machines when setting up their distribution system.They were utilizing ____ to capture consumers.

____ tells us how often the event occurs across all consumers.

In low-effort purchase situations

Word-of-mouth communication is powerful because we tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may be.This is an example of

The process referred to as the ____ occurs when consumers make comparisons to a category prototype or exemplar.

When MAO is low,individuals are motivated to be

Trident gum's ads focus on the base rate information that 4 out of 5 dentists recommend Trident.They humorously show what happened to the 5ᵗʰ dentist,such as falling asleep or being bitten by a squirrel to explain why 100% of the dentist are not endorsing Trident.This is an example of

John really did not think much about Wind Out breath mints until he bought a pack and realized how strong they were.Then he decided he liked them.This is an example of how,for these types of products,

If we want to estimate the likelihood that a new,low-calorie frozen dinner is of high quality,we might compare it to a very common brand such as Weight Watchers.This is an example of a(n)

One study examined how quickly consumers make decisions about their laundry detergent.The study found that on average,it takes ____ for consumers to make a decision.

A major contributing factor to the ____ of low-effort decision making by consumers is the relative unimportance of these decisions.

Kimberly thought about buying a book.When she went into the bookstore,a cover attracted her eye and she wanted to purchase the book.She grabbed it and went to the cashier.It was only after she began to read the book that she began forming an attitude about it.This is best known as the